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Over the last two decades, Under Armour (UA) has emerged from being the “underdog” in the sports apparel and footwear industry to being a leader in the industry, with a fierce attention to performance and great skill at picking up-and-coming athletes who emerge as superstars. This case underscores its administrative heritage, competitive strategy, and growth potential as a global player in a highly competitive industry. It addresses the tension between being a performance brand while launching lines for women vs technology applications and conflicts between its growth strategy and macro-economic forces. It highlights areas in which it has succeeded against macro-economic forces and where it has not.

The research relies primarily on secondary sources and countless studies of UA and its major competitors. Primary research is based on databases, videos of UA’s Chief Executive Officer, Kevin Plank, and articles from Bloomberg to The Baltimore Sun (UA’s headquarters) on the history, growth and future of UA. It also includes observations and site visits to one of its signature brand house stores as well as intensive research and directed studies with students in the USA and China.

The case can be applied to undergraduate, graduate or executive business classes in: business policy and strategy; general management; (sports) marketing; leadership or organisational behaviour classes.

As founders of First Interstate BancSystem, which held $8.6 billion in assets and had recently become a public company, and Padlock Ranch, which had over 11,000 head of cattle, the Scott family had to think carefully about business and family governance. Now entering its fifth generation, the family had over 80 shareholders across the US. In early 2016, the nine-member Scott Family Council (FC) and other family and business leaders considered the effectiveness of the Family Governance Leadership Development Initiative launched two years earlier. The initiative's aim was to ensure a pipeline of capable family leaders for the business boards, two foundation boards, and FC.

Seven family members had self-nominated for governance roles in mid-2015. As part of the development initiative, each was undergoing a leadership development process that included rigorous assessment and creation of a comprehensive development plan. As the nominees made their way through the process and other family members considered nominating themselves for future development, questions remained around several interrelated areas, including how to foster family engagement with governance roles while guarding against damaging competition among members; how to manage possible conflicts of interest around dual employee and governance roles; and how to extend the development process to governance for the foundations and FC. The FC considered how best to answer these and other questions, and whether the answers indicated the need to modify the fledgling initiative.

This case illustrates the challenges multigenerational family-owned enterprises face in developing governance leaders within the family. It serves as a good example of governance for a large group of cousins within a multienterprise portfolio. Students can learn and apply insights from this valuable illustration of family values, vision, and mission statement.